Dr Max's hospitality industry secret about AVON

"Avon calling!" This major front runner of the direct selling business effectively began in 1950. Prior to this time the company was known as the California Perfume Company.

Avon is the world's largest direct seller of cosmetics and beauty-related items, employing in excess of 30,000 people. Direct selling remains the firm's modus operandi, but today sales also come from mail-order catalogs, mall kiosks, day spa's, and its Internet site. (www.avon.com) Avon is available in about 135 countries. It is suggested the company's image in the US needs polishing, but its star is shining brightly internationally, where about two-thirds of its sales are made. Long established in the US, Canada, and parts of Europe and the Pacific, the firm is now aggressively pursuing new customers in emerging economies such as Taiwan, Malaysia, and Russia. Avon Japan, which began in 1969, recently sold 40% of the company to the Japanese public. Part of Avon's marketing strategy is promoting its image as "The Company for Women" by providing business opportunities for women in countries where women have few choices.

For sales and marketing people here is an opportunity to celebrate a very special occasion and potentially bring hundreds of women to your establishment. The business market has traditionally be a 'male' market. I suggest to you if you neglect the emerging 'female' business market you will do so to your detriment. Remember, Ginger Rogers did everything Fred Astaire did, only she did it backwards and in high heels!

Avon's HQ: 9 West 57th St., New York, NY 10019-2683 Phone: 212-546-6015 Fax: 212-546-6136

Until next week, when we will send you a hospitality tip telling how the GM of a Hong Kong Hotel uses the information we send, I wish you….

Good luck, good life, good fun

Max Hitchins

The Hospitality Doctor